Nando’s was set to launch its 25th birthday campaign but public sentiment about South Africa- in general – was incredibly negative at the time, following the devastating tragedy at Marikana in August 2012. Black River FC’s campaign intended to offset this negative feeling with TVCs depicting reasons to love SA to remind consumers of all the quirks that make our crazy country so lovable. We needed to generate word of mouth spread for the campaign and dominate headlines ahead of the release of the TV commercials.
We used our characteristic brand of comprehensive strategic online networking, targeting the most prominent digital media influencers. But we also decided to experiment, using the social network Pinterest for the first time as the primary communication platform for the campaign. With its visual pin board display features, we were able to tailor all our messaging to the specific personalities and interests of our targeted thought-leaders.
The online campaign trended nationally and surpassed all objectives, with our target of 500 Pinterest followers achieved within the first week alone. This also translated into increased sales, with double-digit growth recorded year-on-year.
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